汽车经销企业中的客户关系管理研究.doc

硕士学位论文 题名（中英对照）：汽车经销企业中的客户关系管理研究 The Research of Customer Relationship Management in Auto Dealer 摘 要 近年来，随着市场竞争的加剧，人们越来越深刻认识到，客户关系管理是企业成功的关键因素，是企业竞争优势的源泉。在一个完全竞争的市场上，客户资源已经被越来越多的企业看作是企业的资产，并进行资产化的管理，CRM软件作为一种计算机辅助管理工具在企业中得到了广泛的应用。 本文的研究背景是汽车行业，研究的问题主要有二：一是探索汽车经销企业的客户生命周期模式及客户资产的计算方法；二是探寻客户忠诚的驱动机理，建立模型，并通过对某汽车品牌客户的调查，对此模型进行验证。 在客户生命周期方面，本文提出了五阶段论，分析了五种客户生命周期模式的特点，并对汽车行业的客户生命周期进行了研究；在前人对客户资产研究的基础上，进一步设计出汽车经销企业的客户资产计算公式。 在客户忠诚驱动机理研究方面，本文从汽车行业的特点出发，建立了客户忠诚的驱动机理模型，通过实证的方式证明了服务质量对客户忠诚有显著影响，而客户满意对客户忠诚的影响不确定。在实证工作中，从某汽车公司2005年5月销售的汽车中进行抽样，采用电话访谈方式来采集数据。 在文章的最后部分，根据汽车经销企业的特点及本文中的一些结论，设计出一个有较强实用性的CRM系统模型。 关键词：汽车经销企业 客户关系管理 客户生命周期 客户资产 客户忠诚 Abstract In recent years, along with the fiercer market competition, people have deeply realized that customer relationship management is a key factor to the success of an enterprise, and an advantageous source for enterprise competition. In a completely competition market, customer resources have been considered as enterprise capitals by more and more enterprises, and have been managed with capitalization. CRM software is applied widely as a computer assistant management tool in enterprises. The research background of this thesis is auto industry, and the research questions are mainly two aspects: first, to explore the customer lifecycle mode and the calculation way of customer equity of auto dealers; second, to seek the drive mechanism of customer loyalty, set up a model and testify the model according to the investigation of customers of a certain auto brand. On the aspect of customer lifecycle, this thesis proposes a five-phase point, analyses the features of five customer lifecycle modes, and studies the customer lifecycle of auto industry; On the basis of former researches of customer equity, it designs a model of calculating customer equity for auto industry. On the aspect of the drive mechanism of customers’ loyalty, this thesis founds a drive mechanism model of customers’ loyalty from the feature of auto industry and proves